We ran our Pampers' Baby Talk programme for eleven months on Radio Formula, a national talk radio station. Bringing in nationally known outside experts, and broadcasting from baby care centres, children’s stores and amusement parks, we reinforced the idea that Pampers is the brand that truly understands children, and their moms. Additionally, our bedtime story contest generated talk and further reinforced Pampers as the most trusted – and child-sensitive – diaper brand.

This campaign exceeded our expectations, achieving a 17% recall versus the original objective of 15%. Volume objectives were also exceeded by 10% over plan. The campaign tagline line – 'Dream At Night, Learn By Day' – grew to become Pampers’ second most recalled advertising message, at 23%, after only three months.